Shinbashi Tamakiya designed by aioi (Japan)

Mar 12

The main store of Shinbashi Tamakiya, which has flourished with "tsukudani" as its main product, required a new sales space design 240 years after its establishment.

"Tsukudani" is a traditional Japanese preserved food.

I sought a balance between functionality and brand impression, we designed a space that integrates the product display stand and the space where food is served.

I envisioned this space as a place to transmit Japanese food culture to future generations.

We believe that bringing attention to "tsukudani", a preserved food, is a sustainable practice in itself, and we hoped to attract new customers.

For this store, I aimed for a lean, minimalist design, but we made sure not to deviate from the brand's historic and dignified image.

As a place that promotes the traditional Japanese food culture of "tsukudani", it is necessary to design a space with a sense of serenity. However, this does not simply mean recreating a nostalgic, Japanese-style space.

Conventional stores specializing in "tsukudani" (Traditional Japanese Preserved Food) mostly display their products on counters.

I proposed to break away from this standard sales style and instead use the space three-dimensionally by placing flat fixtures in the center of the space.

By using this method, customers can take their time to choose without being nervous.

Also, by building a dining space inside the store, the store could introduce recipes using "tsukudani" and have customers actually taste them. This is an unusual service for a store specializing in "tsukudani".